#Italy #Google Cloud #Virtual Try-On #OTB Group #Breganze

OTB Group and Google Cloud Launch AI-Powered Shopping Experience

On May 7, 2026, OTB Group, the parent company behind renowned fashion labels like Diesel, Jil Sander, Maison Margiela, Marni, and Viktor&Rolf, announced an exciting partnership with Google Cloud to revolutionize the shopping experience through advanced artificial intelligence. This strategic collaboration is aimed at developing a highly personalized shopping experience powered by Google Cloud's Virtual Try-On API. The initiative is set to transform the way customer advisors engage with clients, marking a significant milestone in OTB Group's global innovation strategy.

The project will initially roll out in the United States and Europe with brands Diesel and Jil Sander. Over time, the initiative will extend to include Marni and Maison Margiela, eventually covering additional markets. By integrating Google Cloud's AI capabilities, OTB Group aims to create a premium service that allows client advisors to provide tailored, hyper-realistic visual previews of products, enhancing the buying experience tremendously.

High-Fidelity Virtual Styling

The heart of this innovative project lies in the use of Virtual Try-On technology, a cutting-edge generative AI API built upon Google Cloud's Gemini Enterprise Agent Platform. This technology is designed to offer customers an immersive experience, enabling them to see exactly how specific clothing items will fit and look on their own bodies. Such advancements not only provide a bridge between the online shopping experience and traditional fitting room visits but also elevate the standard interactions between employees and customers to a realm of personalization previously thought unattainable.

Renzo Rosso, Chairman and Founder of OTB Group, expressed his belief in technology as a means of enhancing human talent, stating, "I have always believed in technology as a strategic lever to enhance human talent, at the service of people and creativity." He underscored that AI represents a unique chance to create a more advanced, engaging, and personalized customer experience. With Google’s expertise in AI, Rosso's vision of transforming e-commerce and client relations can finally take shape, heralding a new era of growth within the fashion industry.

Driving Seamless Engagement

This initiative aspires to bridge the gap between customers' physical and digital shopping journeys. By employing high-quality AI imagery, OTB Group aims to encourage customers to schedule in-store visits to experience products firsthand. In addition to the virtual fitting capabilities, patrons can utilize Google Cloud's AI-powered image editing tools to insert themselves into the latest promotional campaigns from Diesel and Jil Sander. These newly created images can be further enhanced through videos generated by Google's advanced video creation LLM, Veo.

As Matt Renner, President and Chief Revenue Officer of Google Cloud, highlighted, "Technology is at its best when it solves real-world challenges for the customer." He noted that this collaboration illustrates how Google Cloud's AI can transcend basic automation, empowering retail teams to deliver deeply personal shopping experiences over a global scale, thus enhancing the overall shopping experience for customers.

About the Collaborating Companies

OTB Group stands as an innovative force within the fashion industry, representing iconic brands and dedicated to supporting creativity and sustainable business practices. With a workforce exceeding 7,000, OTB is built on a digital-first approach, emphasizing customer-centricity and a strong commitment to social responsibility through the OTB Foundation.

On the other hand, Google Cloud brings its own extensive suite of AI tools and infrastructure to the partnership, enabling organizations across the globe to embrace and adapt to the needs of the Agentic Era, boasting a customer base in over 200 countries. Together, OTB Group and Google Cloud are poised to redefine the shopping experience, ensuring it is personalized, engaging, and ultimately more enjoyable for all consumers involved.